Well - it's fair to say that we are closer to Svpply than to The Fancy. One of the main differences is that Svpply focus on curation and user-generated content,

Well - it's fair to say that we are closer to Svpply than to The Fancy. One of the main differences is that Svpply focus on curation and user-generated content, whilst we are indexing stores in order to create a large database. On sites like Svpply/Fancy, I believe the users are more inclined to scroll endlessly looking for product inspiration. We want Helishopter to become a "natural destination" i.e. when you know you are looking for a "green polo jacket", you go to Helishopter and search for a "green polo jacket". From there you can see all the "green polo jackets" in our database that are sorted by not only popularity but the social dimension as well. One of the fundamental features is that we show you products that your social connections have interacted with previously. For example, if one of your "friends" has brought, or interacted with a "green polo jacket" from gap.com, that product will show up first in the search results.